In the news

This caught my eye today – 15 year old intern writes a research note which is describe as “one of the clearest and most thought-provoking insights we have seen…” by Edward Hill-Wood, executive director of Morgan Stanley’s European media team.

Really!? Was it really? Cos that research note is here and contains truly amazing insights such as

“Teenage boys (generally) watch more TV when it is the football season…”

and

“Teenagers see adverts on websites (pop ups, banner ads) as extremely annoying and pointless, as they have never paid any attention to them and they are portrayed in such a negative light that no one follows them.”

Astounding – who would have thought!

“PC gaming has little or no place in the teenage market. This may be because usually games are released across all platforms, and whilst one can be sure a game will play on a console PC games require expensive set ups to ensure a game will play smoothly. In addition, PC games are relatively easy to pirate and download for free, so many teenagers would do this rather than buy a game. In contrast, it is near impossible to obtain a console game for free.”

I’m assuming he means that PC titles only account for a small percentage of the video games bought by teenagers and not that they don’t game on PCs because I met quite a few kids during my days playing CoH. And lets not forget the WoW players.

“Teenagers never use real directories (hard copy catalogues such as yellow pages). This is because real directories contain listings for builders and florists, which are services that teenagers do not require.

No wonder the country/world is in such a mess if this is considered a thought provoking insight….

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